Analysis of the Impacts of Enterprise Image on Customer Loyalty ——A case study of Starbucks in China

A good customer loyalty is crucial for enterprises to win the market shares. Different researches classify the component factors of the enterprise image in quite a different way. A sorting out of the many component factors unfolds us that the principal factors include: the trade mark &brand, in-store atmosphere, commodity, sales promotion, service and management style. Through statistical analysis and questionnaire survey, it is concluded that the in-store atmosphere; commodity and service exert greater influence upon Starbucks’ customer loyalty while trade mark & brand, sales promotion and management style have a much weaker impact on Starbucks’ customer loyalty.